Situation
As the pioneer of the Bear-Gram® gift delivery service and the leading manufacturer of hand-crafted American-made teddy bears, the Vermont Teddy Bear Company, Inc. is dedicated to helping people connect in a fun, personal, and meaningful way. And as a BizRate.com Circle of Excellence Platinum Award-Winner, Vermont Teddy Bear has been consistently recognized by online shoppers as one of the "best of the best" online stores. Never content to rest on its laurels, the company is always seeking ways to improve its merchandising and reach new audiences.
The Challenge
For Vermont Teddy Bear, which realized more than 60 percent of its $66 million in revenue online in 2004, ecommerce is not just a marketing channel?it is a significant and growing revenue generator. The company wanted to increase revenues by cross-selling and up-selling teddy bear accessories and by enhancing the overall online customer shopping experience. It also wanted to improve customer satisfaction by ensuring that gifts were delivered on the requested date and to the correct address. In addition, the company realized it needed to offer and support multi-language sites to successfully reach the Hispanic market in the US.
Goals
Vermont Teddy Bear's Web site needed to meet four key requirements to support its brands and the company's objectives:
Raise average order value through improved merchandising
Support multiple sites, including multi-lingual sites aimed at a growing Hispanic audience
Improve the customer experience through increased functionality
Scale to support traffic surges during peak holidays
Why Demandware
Putting Vermont Teddy Bear in Control
While Vermont Teddy Bear had kept up with ecommerce advanc ...